MKTG 462 (MARKETING RESEARCH) SUGGESTED OUTLINE FOR THE GROUP PROJECT
1. Abstract or executive summary (10-15 lines)

2. Problem definition and study objective (1 page)

3. Review of secondary data & discussion of tentative hypotheses (2 pages) read journals, magazines etc. Discuss with knowledgeable persons.

4. Identify the target population (1-2 pages)

5. Sampling frame and sampling scheme (1-2 pages) - don't forget to suggest a sample size & give a rationale for the same

6. Design of data collection instrument (1-2 pages) (enclose the questionnaire in the appendix)

7. How will you implement data collection? (2 pages)

8. Describe your pilot study (sample size of about 40) (1-2 pages) - what problems did you face? How will you modify your research design?

9. Results of data analysis from the pilot study (2-4 pages)

- do all the analysis you would suggest for the complete study

- attach tables, graphs, figures, etc. in the appendix

10. Recommendations from your data analysis (2-3 pages)

11. Suggested budget for your proposed study (1 page) (not the pilot study; but for the whole study proposed)

- pretend that you are a marketing research company submitting a proposal

to the client; how much money will you ask for? Justify.

- enclose details in the appendix

12. Appendix-1: secondary data sources, questionnaires, sample size determination, graphs, tables etc., Budget calculations

13. Appendix-2: group activity log when did the group meet, for how long, who were present, what were the major points discussed, work allocation, etc.

14. Appendix-3: statement of relative contribution of group members towards the project

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• Suggested length of the report: 20-25 pages double spaced (excluding abstract, appendix and references)
• Written reports are due before class on November 25, 1998 (Wednesday)
• Oral presentations will be scheduled towards the end of the semester - prepare for a 15-20 minute, professional quality presentation